The business model and foreign market entry mode choice of crowdsourcing service providers: a case study of a multinational witkey service provider

摘要

Objectives of the Study:Crowdsourcing service providers, specifically witkey service providers are increasingly striving for international markets to survive the market saturation and fierce competition in the witkey industry in China. The objective of this thesis is to examine the business model of witkey service providers, and find out how witkey service providers can expand their business and enter other geographical areas.Academic background and methodology:This thesis is constructed by three steps: Firstly, a literature review was conducted to define the background of fairly academically researched areas of crowdsourcing, business model and foreign market entry mode choice of e-business companies. As a result, a tentative theoretical framework of how e-business companies can enter foreign market was proposed. More clearly, the components of the framework consist of e-business model ontology as well as the feasible foreign market entry modes of e-business companies identified by extant studies. Secondly, an empirical research was conducted: in-depth interviews were conducted with interviewees from the case company, so as to answer the research questions defined in the first place. Finally, an analysis based on empirical findings is given and conclusions are drawn.Findings and conclusions:The primary finding of this study is crowdsourcing service providers, specifically witkey service providers can enter other geographical areas via partnership, by establishing subsidiaries in the local markets and using localized websites. The secondary finding of this thesis is the business model of crowdsourcing service providers, specifically witkey service provider. The business rationale of witkey is to provide a platform mediated two-sided network which specific knowledge is provided from one side to solve creative tasks for a monetary reward granted by the other side.KeywordsCrowdsourcing, Witkey, Business model, e-Business model ontology, Foreign market entry mode